ISBN-10:
150633296X
ISBN-13:
9781506332963
Pub. Date:
03/17/2016
Publisher:
SAGE Publications
Inside Campaigns: Elections through the Eyes of Political Professionals / Edition 1

Inside Campaigns: Elections through the Eyes of Political Professionals / Edition 1

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Product Details

ISBN-13: 9781506332963
Publisher: SAGE Publications
Publication date: 03/17/2016
Edition description: Older Edition
Pages: 320
Sales rank: 394,050
Product dimensions: 6.00(w) x 8.90(h) x 0.80(d)

About the Author

William J. Feltus is senior vice-president at National Media Research Planning and Placement LLC, an advertising and media agency in Alexandria, Virginia, where he manages political, corporate, and not-for-profit clients. Mr. Feltus is recognized as an innovator in the application of media research data to political and public affairs marketing. Providing polling, communications, and advertising services, he has worked for eight presidential campaigns and for gubernatorial, Senate and Congressional clients in forty-four states. Feltus has been a press secretary in the U.S. Senate, deputy campaign manager of President George H. W. Bush’s unsuccessful 1992 re-election bid, and staff director of the U.S. Senate Republican Conference. He received his B.A. from Yale and his M.B.A. from the Harvard Graduate School of Business Administration. Feltus has been an adjunct instructor at Graduate School of Political Management at George Washington University and the University of San Francisco.


Ken Goldstein is a professor of Politics at the University of San Francisco and founding Director of the USF in DC program. Goldstein earned his Ph D at the University of Michigan and before joining the University of San Francisco, he was a professor of Political Science at University of Wisconsin-Madison. While at the University of Wisconsin, he won the Kellet Award for his career research accomplishments and the Chancellor’s Award for excellence in teaching.


His publications on political advertising, voter turnout, survey methodology, presidential elections, and news coverage have appeared in top line political science journals and major university presses as well as in refereed law and medical journals.


Goldstein combines his academic training with an ear for real politics and strategy as well as an impressive set of contacts and extensive professional experience in a variety of media, corporate, and political settings. Goldstein is currently a consultant for the ABC News elections unit and a member of their election night decision team. He has worked on network election night coverage in every U.S. federal election since 1988. You can read here about some of what he does on election nights.

Goldstein’s reputation for unbiased and non-partisan analysis has made him a favorite source for politicians and the news media alike. He has appeared numerous times on Newshour, ABC World News Tonight, NBC Nightly News, CBS Evening News, FOX News Channel, MSNBC, CNBC and CNN, and is a frequent contributor on National Public Radio. He is also quoted extensively in the country’s top newspapers. Goldstein also hosted a weekly interview show, “Office Hours” that was broadcast on the Big Ten Network.


Matthew Dallek (Ph.D., Columbia University) is an assistant professor of political management in the Graduate School of Political Management at George Washington University, where he teaches courses on political leadership, the presidency, and Washington’s political culture. He is the author of The Right Moment: Ronald Reagan’s First Victory and the Decisive Turning Point in American Politics (Oxford University Press, 2004) and the forthcoming Defenseless Under the Night: The Roosevelt Years and the Origins of Homeland Security (Oxford University Press, 2016). His articles and reviews have appeared in many scholarly and popular publications including the Forum, the Journal of Policy History, the Washington Post, the Los Angeles Times, and Politico. In addition, he has been a fellow at the Woodrow Wilson International Center for Scholars and a visiting scholar at Stanford University’s Bill Lane Center for the American West. He served as a speechwriter for House minority leader Richard A. Gephardt as well as William E. Kennard, chairman of the Federal Communications Commission.

Table of Contents

Preface ix

Acknowledgments xiii

Last of Tables, Figures, and Boxes xv

1 Losing and Winning: The Craft and Science of Political Campaigns 1

A Tale of Two Managers 3

The Personal Side of Politics 5

Why Campaign Managers Do It 6

What Campaigns Do 9

The Targeting and Retargeting of Voters 11

Messaging and Creative Strategy 12

Communications Strategy and Budget 12

Fundraising 12

The Roles and Goals of a Campaign Manager 13

2 Political Math: How Campaigns Matter 19

Debating Campaign "Effects" 20

What Does "Matter" Mean? 25

The Role of Fundamentals: From Demographics to Party ID 27

Partisan Composition of the Electorate 29

Share and Performance 31

Campaign Math 33

The Case of Nevada 37

Ask Al Gore if the Margin Matters 39

3 Political Historian and Data Scientist: Charting a Path to Victory through Information and Analysis 45

Tough Numbers in the Big Easy 46

Defining a Winning Coalition: Who Are Our Targets? 48

How Do We Reach Them? 51

What Do We Tell Them? 55

How Are We Doing? 57

What Are Our Opponents and Allies Doing? 59

The Secret Ballot Problem 61

Presidential and Congressional Campaigns: The Art and Science of Data Analysis 62

Targeting and Microtargeting 68

Focus Groups, Polls, and Other Forms of Information Gathering 72

Determining Voter Blocs 74

Get Out the Vote 78

Summary 80

4 Entrepreneur and Chief Financial

Officer: Launching and Sustaining the Campaign 85

Spending and Margins 85

The Money Advantage 87

How Money Matters (Decisions) 89

Joe Abbey (How Money Matters: Name ID and Message Delivery) 90

"The Nightmare of All Campaigns" (Fundraising) 91

James "Jimmy" Cauley (How Money Matters: Reaching Voter Targets) 93

Hiring the Right Team (Staff) 96

Jen Pihlaja 99

Conclusion 100

3 Marketing Maven: Reaching the Campaign's Target Voter Audiences 103

The Paradox of Politics and Marketing in the Digital Age 104

Political Brand Management: Knowledge Is Power 106

What Are Gross Rating Points? Learning the Basic Language of Media 109

How Many Gross Rating Points Does a Campaign Need?

Exploring the Conventional Wisdom of "1,000 GRPs per Spot" 112

In the Internet Age, Television Is Still King 116

The Media Mix: Beyond TV 119

6 Producer and Stage Manager: Creating and Presenting the Campaign's Messages 123

The Making of the "Guru Spot" 124

James Carville's First Win 128

What Do We Tell Voters? 129

How the Message Matters 132

Why Campaigns "Go Negative" 133

"A Hugging Contest?": Why Negative Ads Affect Election Margins 136

When Going Negative Backfires 140

Going Negative in a Primary 147

Responding to Negative Attacks 148

Conclusion 151

7 Spinmeister and Policy Wonk: Navigating the Media Landscape 155

Defusing Bad Press 155

The Shifting Character of the Media Landscape 157

"Your Best Friend or Your Worst Enemy" 159

The Frustrated Policy Wonk 160

Cell Phones and Earned Media 163

"The Blogs Will Pick It Up Immediately" (Speed) 166

Working the Refs (Credibility) 167

Earned Media: An Imperfect Tool 169

8 Field General: Waging the War 00 the Ground 173

How Do We Reach Them? 177

The Two-Step Process: Deciding to

Vote and Voting for or against a Candidate 179

"Old-Fashioned Grunt Work" 181

Losing and Winning on the Ground 186

9 Strategy Enforcer and Team Builder: Keeping a Day-to-Day Focus on the Long-Term Path to Victory 189

James Carville: Losing Before Winning 189

Clinton-Gore 1992: "The Best Campaign Ever" 191

Keeping the Campaign Team on Strategy 192

Inheriting a Team: The Turnaround Manager 194

How Are We Doing? 197

Strategy Enforcer in the Age of Super Political Action Committees 201

Team Builder: "A Big Cheerleader" 204

Managing Consultants 207

"The Right Kind of Culture" 208

10 Candidate Caretaker and Confidant: Handling Details and Building Trust 213

Becoming Indispensable 214

The Buffer and the Concierge 216

Building Trust: "'Jimmy, Here's What We Need to Do" 217

Building the Relationship 221

Honesty 225

Managing the Candidates Family 228

Losing and Winning: When the Campaign Ends 230

Appendixes: Teaching and Research Resources 235

Appendix A Campaign Manager Survey Questionnaire Library 237

Appendix B Interview with Doug Bailey 249

Appendix C Manager Profile-Katie Merrill: Managing in the California Big Leagues 263

Appendix D Manager Profile-Reed Galen: Just Say No 267

Appendix E The Audacity of Smoke: The Rise and Fall of the Unorthodox Herman Cain Campaign 273

Index 293

About the Authors 303

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